Dhanvi Patel's Portfolio

Ignitabull-October ‘24

Reporting Tool

B2B

Saas

MarTech / AdTech

Design System

OVERVIEW

Ignitabull partnered with e-commerce brands to scale their digital presence through strategic, data-driven marketing. In early 2024, Ignitabull’s marketing team was overwhelmed by fragmented reports and endless spreadsheets. Each client update took hours of manual effort — yet still left clients confused about why their ads weren’t converting. As trust faded, so did ad budgets.

Automated Reporting Tool was our answer: a cross-channel reporting dashboard designed to automate insights, cut reporting time by 30%, and give both marketers and clients the clarity to act fast.

Although the product never shipped due to a leadership pivot, what we built laid the foundation for data-driven design across the organization — from real-time performance tracking to AI-powered suggestions. Even unlaunched, this project shaped how Ignitabull scales design with strategy.

My role

UX Lead- Led the design from concept to MVP, including UX strategy, UI design, Wireframes, User Flow and design system component creation.

Timeline

4 Months

Timeline

4 Months

PlatforM

Desktop (Web Responsive)

TEAM

Product Manager, Data Scientist, Developers, Marketing Team

TEAM

Product Manager, Data Scientist, Developers, Marketing Team

PlatforM

Desktop (Web Responsive)

Back

Highlights

Built to replace fragmented manual reports, this cross-channel reporting dashboard helps marketers & clients uncover insights faster, reduce manual effort, and make smarter ad budget decisions.

GIF

Ads performance data aggregated in one place with clear and intuitive insights

Image

Ease of Generating & Sharing Reports

Context

Auditing the Data: From Disjointed Metrics to Meaningful Insights

To lay the foundation for an effective performance dashboard, I began by auditing one of the recent client report generated by our marketing team.

This report was stitched together manually in google slides, varied widely in structure, depth, and clarity. It presented raw data without framing the narrative — making it hard for clients to connect insights to outcomes.

Context

Auditing the Data: From Disjointed Metrics to Meaningful Insights

To lay the foundation for an effective performance dashboard, I began by auditing one of the recent client report generated by our marketing team.

Context

Auditing the Data: From Disjointed Metrics to Meaningful Insights

To lay the foundation for an effective performance dashboard, I began by auditing one of the recent client report generated by our marketing team.

Context

Auditing the Data: From Disjointed Metrics to Meaningful Insights

To lay the foundation for an effective performance dashboard, I began by auditing one of the recent client report generated by our marketing team.

Context

Auditing the Data: From Disjointed Metrics to Meaningful Insights

To lay the foundation for an effective performance dashboard, I began by auditing one of the recent client report generated by our marketing team.

Problem Discovery

There was more to the problem

Through interviews, I identified key challenges: inconsistent report formats, delayed insights for marketers, and client difficulty navigating and understanding ad performance data.

To understand the challenge fully, I conducted 5 interviews with key stakeholders, including account managers, marketing team members and clients. The findings revealed some core issues.

Problem Discovery

There was more to the problem

Through interviews, I identified key challenges: inconsistent report formats, delayed insights for marketers, and client difficulty navigating and understanding ad performance data.

To understand the challenge fully, I conducted 5 interviews with key stakeholders, including account managers, marketing team members and clients. The findings revealed some core issues.

Problem Discovery

There was more to the problem

Through interviews, I identified key challenges: inconsistent report formats, delayed insights for marketers, and client difficulty navigating and understanding ad performance data.

To understand the challenge fully, I conducted 5 interviews with key stakeholders, including account managers, marketing team members and clients. The findings revealed some core issues.

Problem Discovery

There was more to the problem

Through interviews, I identified key challenges: inconsistent report formats, delayed insights for marketers, and client difficulty navigating and understanding ad performance data.

To understand the challenge fully, I conducted 5 interviews with key stakeholders, including account managers, marketing team members and clients. The findings revealed some core issues.

Problem Discovery

There was more to the problem

Through interviews, I identified key challenges: inconsistent report formats, delayed insights for marketers, and client difficulty navigating and understanding ad performance data.

To understand the challenge fully, I conducted 5 interviews with key stakeholders, including account managers, marketing team members and clients. The findings revealed some core issues.

Image

The Reporting Ecosystem

Research Summary

Drawing Key Insights

We gained a well-rounded perspective that guided design decisions

Less Manual, More Meaningful

Marketers needed to generate quick, repeatable & intuitive reporting to focus more on strategy than formatting.

Real-Time Insights, Not Click Trails

Clients wanted to dive deeper into their performance data instantly—without navigating through scattered links and cluttered spreadsheets. Static reports just didn’t deliver.

Strategic Zoom Levels

Execs needed high-level summaries, while analysts craved granular insights—each dashboard needed flexible depth.

Metrics That Speak, Not Just Count

Clients wanted KPIs that made sense at a glance — not raw numbers with no context.

Design

Empowering Marketers with Automated Reporting

Simplifying the user flow of generating and sharing performance reports with Templates

I simplified the flow by introducing guided steps for report creation, reusable templates, and smart automation features like auto-filled data fields and performance summaries. Sharing was made seamless with integrated publishing options and a centralized report dashboard for clients.

Design

Empowering Marketers with Automated Reporting

Simplifying the user flow of generating and sharing performance reports with Templates

Design

Empowering Marketers with Automated Reporting

Simplifying the user flow of generating and sharing performance reports with Templates

Design

Empowering Marketers with Automated Reporting

Simplifying the user flow of generating and sharing performance reports with Templates

Design

Empowering Marketers with Automated Reporting

Simplifying the user flow of generating and sharing performance reports with Templates

GIF

Ease of Generating & Sharing Reports

Design

Designing Data Cards for Clarity and Consistency

Component-based Scorecards Built for Readability, Insight, and Development Handoff

I designed modular data cards to clearly communicate key metrics and trends. Each component was crafted for visual clarity, responsive layouts, and seamless developer handoff. These cards enabled marketing teams and clients to quickly grasp performance insights with consistency and ease.

Design

Designing Data Cards for Clarity and Consistency

Component-based Scorecards Built for Readability, Insight, and Development Handoff

Design

Designing Data Cards for Clarity and Consistency

Component-based Scorecards Built for Readability, Insight, and Development Handoff

Design

Designing Data Cards for Clarity and Consistency

Component-based Scorecards Built for Readability, Insight, and Development Handoff

Design

Designing Data Cards for Clarity and Consistency

Component-based Scorecards Built for Readability, Insight, and Development Handoff

Image

Scorecard Components With Annotations

GiF

Navigation Bar

Helping Clients Navigate With Confidence

I designed an interactive sidebar where each option in the sidebar represents a main section of the report, allowing users to jump directly to their section of interest without scrolling.

Retrospective

From a Vision to Design